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Date Night delights for Young’s with prestigious award nomination

YOUNG'S Seafood's 'Date Night' advertising campaign has been nominated for a prestigious industry accolade.

Date Night delights for Young’s with prestigious award nomination

The Grimsby headquartered company's major push on the Gastro brand, the UK's leading premium frozen range, has been nominated for the Integrated Strategy of the Year at The Drum Marketing Awards.

It celebrates the best marketers and campaigns internationally. Submissions are judged by a panel of senior marketers from best-known brands around the globe.

First launched In January 2016, the Gastro ‘Date Night’ campaign saw the television return of Young’s ambassador Malcolm, a discerning foodie cat voiced by Hollywood actor Rupert Everett.

This was supported online with a co-ordinated social media campaign and YouTube pre-roll advertising plan. It was amplified in the press through trade and consumer PR activity.

‘Date Night’ was back on television in January 2017 with the Ross House team launching the biggest ever multi-media advertising campaign. Malcolm - named after a Grimsby employee - returned to the screen and in a first for the power brand, the foodie feline was heard on the airwaves via a partnership with Heart FM to support the integrated campaign.

Yvonne Adam, marketing director at Young’s Seafood Ltd, said: "I’m delighted that the Gastro ‘Date Night’ campaign has been nominated for this important award. Our campaign has been a great success, helping Gastro double in size, become twice the size of its nearest competitor and grow to be the UK’s number one premium frozen fish brand.”

Young’s was supported on the campaign by advertising agency Quiet Storm, media planners MediaCom, digital agency Activation, consumer PR agency Kazoo and strategy and corporate communications agency Lodestone. All agencies have been nominated alongside Young’s. Branding agency Springetts was also involved.

The seafood giant, Grimsby's largest private employer, will join fellow nominees ITV, Arnold Clark, Channel 4, NSPCC, Sainsbury’s, Manchester Arndale and others at the awards ceremony on Tuesday, May 30.

Rania Robinson, managing director at Quiet Storm, said: "Young’s has always encouraged us to work as one team, with the agencies working closely together to deliver strong and effective integrated solutions. This can be seen clearly in ‘Date Night’. It’s an idea that lends itself just as effectively to digital activation or a PR angle as it does the engaging observations of a bon vivant cat on TV and radio.”

Last month Young's was named as the top seafood brand based on social media strategy by industry bible The Grocer.

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